Masstige

karl-lagerfeld

As I said many times before, fashion is becoming more democratic. And do not forget that Lagerfeld is something of a trailblazer when it comes to the democratization of fashion. His collaboration with H&M was one of the Swedish fast fashion juggernaut’s firsts – and sold out within minutes back in fall of 2004. Though the capsule collection was an undisputed success, Lagerfeld bemoaned the management’s decisions and swore he wouldn’t attempt to jump from haute to High Street anytime soon.

“They did not make the clothes in sufficient quantities. I find it embarrassing that H&M let down so many people… I don’t think that is very kind, especially for people in small towns and countries in Eastern Europe. It is snobbery created by anti-snobbery.”

Ostensibly, Lagerfeld is now going to rectify this elitism by grafting Karl Lagerfeld label to the “masstige” movement — that being an effort to democratize fashion in a way that even frugalistas can afford. His collection will include reasonably-priced women’s wear, some men’s items, denim, and sportswear.

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